How to Become a Trusted Advisor - Anthony Iannarino 'Eat Their Lunch' Chapters 10, 11 & 12

We're reading chapters 10, 11 & 12. This book is about winning business from a competitor from a competitor when your product is the same or very similar and you're in a zero-sum game and you either win or lose.  A lot of the other books we've read have talked about individual positioning. But Anthony talks about competing with someone who's product is very similar to your own.  We talk a lot about impartiality - can a salesperson actually be a trusted advisor and give impartial advice when the best part of a £100k bonus is on the line?